Alex Hunter: Create Emotions And Reduce Noise - Netokracija CEE

Alex Hunter: Create Emotions And Reduce Noise

Alex Hunter, former head of the online marketing for Richard Branson's Virgin Group and today a CEO of startup, took the floor on RockPaperStartups to talk about getting noticed and standing out of the crowd.

Alex Hunter, CEO Rushmore (Photo: Marina Filipovic Marinshe)

Alex Hunter, former head of the online marketing for Richard Branson’s Virgin Group and today a CEO of startup, took the floor on RockPaperStartups to talk about getting noticed and standing out of the crowd.

As he says, everybody is trying to achieve an emotional reaction with customers who use the product or brand, but that is rather difficult today. A few decades ago it was much easier to convince users – there were fewer tools through which users were targeted and the marketing campaigns could broadcast almost any message. He pointed to several examples of older ads, such as those for cigarettes, which seem impossible these days.

However today is different – we became resistant to these marketing gimmicks. In 2013.  it is not enough to build a good product and expect it to sell itself. The product has to be a way of living and thinking, and the main guiding principle should say – Be positive.

You have to believe in what you are doing, as well as the fact that what you are doing to make a revolution. Failure is not an option!

Do not be so kind to failure

Hunter also commented on the celebration of failure as a way to success. As he says, learning from your own mistakes turned into “you must fail to succeed”. He adds that it’s a completely wrong approach.

Do you know what’s better than a failure? Success! It’s okay to learn from mistakes, but it is more valuable to learn from success. So if something works well, you can do it again. Failure prevents people to take risks. Without risk there is no success.

What you can do is to embrace your community. Communities can be web pages, existing users, future users – you must identify them and understand their needs.

Personalized user access

Showing that you care for your customers can also be a great way to distinguish yourself from the crowd. Whether we are talking about handwritten letters of thanks or a personalized approach, it’s the little things that make all the difference.

If you understand the context that is relevant to your customers users will listen and respond.

Alex also pointed out that you shouldn’t aspire towards mediocrity. Regardless of the type of work you do, it can always be more. It does not matter whether you impact one person or a billion of them. Create feelings, let the people come back. Let them say how good your product is. Feelings sell and often we become “too smart” at marketing that we  forget about the human side of the story.

Leave a Reply

Your email address will not be published.



John Biggs at TechCrunch Balkans in Sofia: There is a Way Out of This Media Black Hole!

The first TechCrunch Balkans meetup in Sofia begun with a loud whistle from Dilyan Dimitrov, founder of the Bulgarian accelerator Eleven, the host of this event. It was startup time! That is right, TechCrunch Balkans, organized by Netocratic, is being held throughout this week – we will have lectures, panels and the most important thing – pitches in front of John Biggs!


Combine Technical And Marketing Knowledge Within Your Startup Team

You've probably heard about Bellabeat, FlyKly, or Layer? Well, three years ago they didn't exist! Now they are at the top of their industries, but how did they do it? Was it enough only to have the right idea or did they also need to have knowledge to conduct business in today’s competitive environment? Specifically, what kind of knowledge do startups need to succeed and not repeat the many mistakes of the 90% of startups that fail?


Slovenian ‘Booze’ Startup Flaviar Raises 400.000 $ from Speedinvest!

Slovene-British startup Flaviar announced today that it raised a seed round of 400k $ from American fund Speedinvest. This one year old company ships monthly tasting packs of 5 sample spirits (whisky, rum, gin, vodka, etc.) to their members, each month with a different theme.

What you missed


Blockchain from the Bloc(k): Listen to the 1st podcast dedicated to Balkan blockchain scene (by æternity and Netokracija)

We are delighted to present you Blockchain from the Bloc(k), the first podcast about Balkan's blockchain scene by Netokracija and æternity Ventures, asset management company investing in Blockchain startups.


We found out what’s happening in the Rimac Automobili office in Osijek

Rimac Automobili’s expansion is in full swing. After the opening of a development office in Split, a similar one has opened in Slavonia, or in Osijek’s Esseker center to be exact. To see the story behind the new office and the things being developed inside it, I’ve decided to simply – visit. My host was […]


6 Important Areas Often Overlooked by Product Leaders

Attending Product Management Festival 2017 (PMF 2017) in Zurich, Switzerland, and meeting amazing product professionals inspired me to go deeper into six important areas that are often neglected or entirely overlooked by product leaders.


The Latest Mind Innovations in Product Management

Announcing the 2-day conference showcasing top notch topics in product management.


US Outbrain acquires Slovenian Zemanta

At their 10th anniversary, the Slovenian high-tech company Zemanta d.o.o. announced that it was entirely acquired by Outbrain from the US, the world’s largest premium content discovery platform. The sum that Outbrain paid for Zemanta’s technology, products and team remains a business secret, and Zemanta’s co-founders Andraž Tori and Boštjan Špetič will join Outbrain. After becoming part of Outbrain Zemanta’s platform will continue to operate as a standalone product.


‘Fintech’ companies currently ought to buckle down and do what they do best – write code

Novathon #withPBZ is getting closer. This 24 hour-long brainstorming, coding and design event will attract designers, developers, students and others interested in creating a banking app, and the winning team will go home with as much as €10,000. Besides the mentors, the teams will be motivated by the financial expert Chris Skinner, to whom we had the opportunity to talk about the state of the financial technology industry.